The present research investigated how perceived cultural distance influences tourists’ dietary preferences at destinations from a self-regulation perspective. Specifically, one survey and two experiments consistently showed that tourists prefer food or drink that is relatively more indulgent (vs. healthy) when traveling to a destination they perceive as culturally distant (vs. close). We suggest that this effect is caused by tourists’ increased need for stimulation when visiting destinations that feel culturally distant. In addition to the mediation test, our research supports this mechanism by examining the salience of the temptations’ cost (as indicated by whether calorie labels are provided) as a moderator. This research makes a theoretical contribution to the literature on food tourism, self-regulation, and the cultural psychology of tourists. Tourists can benefit from these findings by carefully regulating their dietary choices at destinations, while destinations and policymakers can gain insights into identifying cost-effective ways to promote public health.
Zhang et al. (Sun,) studied this question.